Healthcare

Brand Positioning

Memorial Care Health Systems

Project Details

We conducted a market research study that included twelve focus groups and a general public opinion survey with 800 Orange County residents. The objectives of the study were to: (1) identify the relative importance of health care attributes for different market segments; (2) gauge brand awareness, aided and unaided, as well as perceptions of Memorial Care and its competitors; and, (3) understand how age, insurance type, gender and other factors affect consumer priorities and choices.

Outcome

Study results were used to inform a brand strategy to promote Memorial Care as a preferred provider in its market.